Jacob’s Creek is revamping the packaging on its Classics range to help shoppers find their favourite varieties more easily.

The new packaging is available on 17 lines in the range such as Merlot, Shiraz, Pinot Grigio and Chardonnay and is available to retailers now.

The brand will be backed by in-store, digital and social media activity.

Vicky Hoey, Pernod Ricard head of marketing, said shoppers are getting lost among the variety of choices within the category, so the new look has been designed to make the range easier to navigate.

“We wanted to inject value back into Australian wine, which remains the biggest wine country of origin in the market,” she added.

Pernod Ricard is urging convenience retailers who have limited space to focus on Chardonnay and Shiraz.